My Experience at UAL’s 100 Design Projects Course
Design is about more than aesthetics—it’s about ideas, problem-solving, and storytelling. Recently, I had the chance to put this belief to the test by attending the ‘100 Design Projects’ short course at University of the Arts London (UAL). The course, hosted at Central Saint Martins, and run by Rod Judkins, promised a whirlwind tour of design disciplines, from branding and typography to packaging and illustration. It did not disappoint (I put a post on LinkedIn when I started the course).
A Course Designed to Challenge and Inspire
From the outset, it was clear that this was no ordinary design course. The emphasis was not on polish or execution but on raw, immediate (and believe me definitely fast) idea generation. The projects were fast-paced, demanding quick thinking and a willingness to embrace unconventional solutions.
The variety of design exercises was staggering—one moment, we were tackling advertising concepts, and the next, we were reimagining book covers. Each challenge forced us to break free from predictable solutions and push beyond our creative comfort zones. The goal? To develop an agile, free-thinking approach to design that could apply across multiple disciplines.
Lessons in Creativity and Design Thinking
One of the key takeaways was learning to trust the creative process. Often, the best ideas emerge not from meticulous planning but from spontaneous bursts of inspiration. Here are some of my biggest learnings:
- Concept over Finish – The course reinforced that the strength of an idea matters more than the technical execution. A compelling, well-communicated concept can make a lasting impact, even in its roughest form.
- Embracing Constraints – Tight deadlines and limited resources can fuel innovation rather than hinder it. Working under pressure encouraged bold decision-making and unconventional thinking.
- Design as Storytelling – Whether it was branding, packaging, or typography, or our own lives, every design project had a narrative element. The challenge was not just to make something visually striking but to communicate a message effectively.
- Cross-Disciplinary Thinking – The exposure to different areas of design—magazine layouts, product design, experiential design—reinforced that good design principles transcend disciplines.
Bringing It All Together
One of the most valuable aspects of the course was the chance to immerse myself in contemporary design culture. Illustrated talks introduced us to cutting-edge work from leading designers, sparking discussions on trends and influences. The theoretical insights provided a rich context for our practical exercises, making it easier to bridge the gap between concept and application.
At the end of the course, I walked away with a sharpened creative mindset and a stronger sense of my own design identity. More than just a collection of projects, the experience was a lesson in thinking differently, embracing uncertainty, and pushing creative boundaries. I have been putting some of the output in my Instagram feed. Take a look.
Would I recommend this course? Absolutely. Whether you’re a beginner looking for a crash course in design fundamentals or an experienced creative seeking fresh perspectives, the ‘100 Design Projects’ course at UAL delivers an intense and rewarding experience.
Now, armed with a new creative toolkit (and a copy of The Art of Creative Thinking by Rod Judkins), I’m excited to see how these lessons influence my work going forward. Here’s to the next design challenge!
